Douglas and Wind (1998)

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Douglas and Wind (1998) - The Myth of Globalisation

The problem with standardization and adaptation approaches to marketing is that they imply that the strategy is product and positioning-focused (using a fixed template, for example), rather than responding to anticipating customer behaviour patterns (changing constantly).

Internal forces call for a uniform strategy, while in the macroclimate, such as the politics, socioculture, and economic states of various countries demand more adaptation (Fayerweather, 1969).

The conflicting marketing strategies has been compared to that of economics; in theory, a universal marketing strategy should work everywhere, with the assumption that the “rationalization of activities” will lead to economic success across boundaries.

Alternatively, the “political imperative” is the strategy that requires local responsiveness and allows plants in other countries most, if not full autonomy. A third alternative is that although managers are given the freedom to create their own strategies, they have to work towards “worldwide rationalization” (Doz, 1980).

Many argue that even advertising should become more standardised, owing to the increasing homogenisation of consumer tastes and lifestyles. This would also improve branding.

“Pattern standardization” (Peebles, Ryan, & Vernon, 1978) has been proposed, where the global promotional theme or product positioning is standardized, but how it is carried out is adapted to the local environment. Alternatively, a product’s positioning can be changed, or even the product itself.

It has been argued that standardization works only for some industries, such as industrial goods or luxury items, whereas adaptation would be better for others. Standardization is more likely to work in industrialised countries, where the market conditions will be similar, along with consumers’ tastes, owing to the extensive communication between cultures, in comparison with developing countries.

Standardisation